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How to set up a PPC campaign


Pay-per-click (PPC) marketing is one of the highest converting forms of digital marketing and advertising for a business. It allows you to target and reach a vast amount of customers in your preferred area by advertising your product or service, at the same time as people are actively searching for them.

A PPC account is structured in four main sectors:

Campaigns –> Ad Groups –> Ads –> Keywords


First of all, you’ll need to set up a PPC campaign on Google Adwords. However, be careful with the settings and targeting parameters on the campaign level, because one wrong setting can result in a waste of your budget or targeting the wrong people/location.

When you set up a new campaign, you will be asked to decide between ‘Search Network Only’ or ‘Display Network Only’ campaign. The former basically shows you only written text ads on search engine sites, whereas display networks uses rich media as well in addition to text on any website within the display network. Additionally, search network ads are more focused on thorough keyword research, and display ads are geared towards brand awareness on a website. If you don’t want to decide between one or the other, you can choose the third option ‘Search & Display Networks’, which merges both types.

After that, you can decide on the daily budget for each campaign. You will be able to change the budget subsequently.

Ad Groups & Ads

Now that the campaigns are set up, it’s time to create the different ad groups within each campaign. After hitting the ‘New Ad Group’ button, you’ll have the possibility to name the Ad Group and write the actual ad shown in the SERPs.

The ads have four parts: Headline, URL, Line 1, Line 2. The headline is the most important element, where you will have to use your target keywords to increase relevancy.

Important: You have only 25 characters to play with. The URL represents the web address (Display URL) and the actual landing page. Lines 1 and 2 give you 35 characters each, in order to provide customers with a nice promotional but relevant text.


Now get your segmented keywords, which should trigger your ads, from the keyword research and start adding them to the appropriate ad groups, because having keywords that aren’t closely related will result in a low ad quality score, low click through rates and a poor call to action overall.